海外网红营销｜贩卖愉快的Happy Socks，怎么样在海外营销为全世界单品
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-6w9my0ksvp/6dbe2c862ff744ac8c4b3c66a6169fe1~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723621791&x-signature=R5RzVokZJm8jg59eTTl6Ywjj6Z0%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">前言</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">随着时代的发展，穿搭越来越被人们<span style="color: black;">注重</span>，<span style="color: black;">各样</span>配饰与颜色搭配深受穿搭<span style="color: black;">兴趣</span>者<span style="color: black;">喜欢</span>。如今网络上<span style="color: black;">亦</span><span style="color: black;">显现</span>了一股“穿搭:从头到脚都可搭配”的风潮。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">做为</span>身体与外界接触的一部分，袜子<span style="color: black;">亦</span><span style="color: black;">再也不</span>只是一件单纯的防寒防滑的物品，变<span style="color: black;">成为了</span>越来越多人关注的重要穿搭配饰。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">从2020年<span style="color: black;">起始</span>，一双色彩鲜艳的袜子品牌 Happy Socks在手账圈和时尚圈走红，<span style="color: black;">然则</span>，其实很早之前happy sosks就在国际上<span style="color: black;">持有</span>了大批的粉丝。社交<span style="color: black;">媒介</span>上还流行<span style="color: black;">这般</span>一句话：开心不开心，sock<span style="color: black;">必定</span>要开心！</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-6w9my0ksvp/e8eab82dd0434473b93b55406239b294~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723621791&x-signature=ggmE5dfCelh%2FbwexBt%2FOzWczW70%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这句由粉丝调侃的网络句子说明了Happy Sock在海外的受欢迎程度！</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;">从2008年成立后，每年营收以50%的速度高速增长，在2016年就实现了1.064亿美元的零售额。</strong></span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">袜子这个类目，总被定义为“有品类无品牌”即客单价低<span style="color: black;">然则</span>市场空间大，人人有需求，但几乎<span style="color: black;">无</span>什么巨头品牌，被当做边缘<span style="color: black;">制品</span>售卖。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;">Happy Socks<span style="color: black;">经过</span>找到自己的<span style="color: black;">精细</span>人群定位→<span style="color: black;">制品</span>定位→品牌定位，分三步走的<span style="color: black;">精细</span>策略，<span style="color: black;">作为</span>了袜子类目的领导性品牌。</strong></span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">那样</span>，Happy Socks是<span style="color: black;">怎么样</span>一步一步成长起来的？海玛带你梳理一下！</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">1、</span>突发奇想的<span style="color: black;">愉快</span>品牌</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">Happy Socks来自瑞典，由Mikael Söderlindh和Viktor Tell于2008年创立，<span style="color: black;">她们</span>分别担任首席执行官和创意总监。</span></span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">Happy Socks 的灵感来自2008年4月的一个无聊午后，当时的插画家兼平面设计师Viktor正穿着一双五颜六色的袜子，于是Viktor灵光一现，告诉好友Mikae“<span style="color: black;">倘若</span><span style="color: black;">咱们</span>成立一家生产<span style="color: black;">愉快</span>袜子的企业会怎么样？”幸运的是，当时Happy Socks还未被注册，这<span style="color: black;">便是</span>Happy Socks成立的起源。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-6w9my0ksvp/2ac889b3ab7a4655a0489514772a6af5~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723621791&x-signature=b8Sds4g6eHLTBFAqnUEV5HdRNzo%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">五颜六色的彩色袜子<span style="color: black;">火速</span>受到了瑞典人的欢迎，Happy Socks成立第三个月就<span style="color: black;">起始</span>盈利了，在第一个交易年中，Happy Socks创造了100万欧元的营业额，这一数字在第二年增长到210万欧元，此后每年增长率都保持在50%以上。</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-6w9my0ksvp/8d8b07d117a24aaba52144e46f21deeb~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723621791&x-signature=f2nawj0m5JywPPixaADU92CVnBE%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">日前</span>Happy Socks的品牌核心<span style="color: black;">制品</span>是彩色袜子，以线上+线下的方式，触及<span style="color: black;">更加多</span>的消费者。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">她们</span>的商品在<span style="color: black;">全世界</span>90多个国家/地区<span style="color: black;">营销</span>，<span style="color: black;">持有</span>12000个<span style="color: black;">营销</span>点以及在线和100多家Happy Socks 商店，其中美国有7家线下门店，中国有73家线下门店，<span style="color: black;">全世界</span>有134家线下门店，已售出超4000万双的袜子。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">深挖其<span style="color: black;">背面</span>，Happy Socks能够在袜子这个细<span style="color: black;">归类</span>目挖掘出属于自己的新市场，<span style="color: black;">到底</span>是<span style="color: black;">怎样</span>做到的？</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">2、</span>将艺术与乐趣结合的独特定位</span></strong></span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">面对袜类市场日益激烈的竞争局势，Mikael Söderlindh <span style="color: black;">暗示</span>：“市场上激烈的竞争能让 Happy Socks 遇强则强。<span style="color: black;">咱们</span>的品牌<span style="color: black;">表率</span>着创意、艺术、设计和乐趣，定位非常<span style="color: black;">知道</span>。”</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">那样</span>，Happy Socks是<span style="color: black;">怎样</span>打造自己的差异化价值呢？</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">01.设计方面</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在设计方面，Happy Socks以<strong style="color: blue;">独特的设计</strong>、<strong style="color: blue;">鲜明的颜色</strong>、<strong style="color: blue;">时尚的图案</strong>而著<span style="color: black;">叫作</span>。Happy Socks以明亮、多彩和独特的印花，将<span style="color: black;">平常</span>用品转变成充满喜悦的源泉。品牌将情感融入<span style="color: black;">制品</span>，使<span style="color: black;">本来</span>平凡的衣柜单品焕发活力，<span style="color: black;">作为</span>适合馈赠亲友和<span style="color: black;">自己</span>的喜庆礼品。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">生活中的一切元素，都<span style="color: black;">能够</span>是Happy Socks的设计灵感——<span style="color: black;">食品</span>、节日、交通、动画、音乐、电影、艺术、运动，还有<span style="color: black;">更加多</span>你想不到的元素，都<span style="color: black;">能够</span>是Happy Socks的创意萌发点。这<span style="color: black;">亦</span><span style="color: black;">引起</span>了被<span style="color: black;">长时间</span>冷落的袜子<span style="color: black;">成为了</span>一种举足轻重的装饰品，客户会<span style="color: black;">按照</span><span style="color: black;">区别</span>的心情，搭配的风格与穿着环境，购买多双袜子。</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p26-sign.toutiaoimg.com/tos-cn-i-6w9my0ksvp/32a6815ef10348c3adf9afe36bd70f7d~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723621791&x-signature=dwfIH5sxDe7cMEobooxexrfzBZA%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">上图中<span style="color: black;">便是</span>Happy Socks与星球大战电影IP合作推出的最新袜子<span style="color: black;">制品</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">02.<span style="color: black;">制品</span>创意</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">每季，Happy Socks会与知名名人、艺术家深度合作2-3次。合作对象<span style="color: black;">包含</span>英国标志性设计师Zandra Rhodes等。<span style="color: black;">另外</span>，<span style="color: black;">她们</span>还推出过受披头士、皇后乐队、迪士尼、大卫·鲍伊等启发的主题袜子系列。这些合作不仅展现了袜子设计的创意，还在有相同<span style="color: black;">爱好</span>的粉丝群体中营造了<span style="color: black;">剧烈</span>的归属感。</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-6w9my0ksvp/68142678bce14a61a5a7b0b5ca1d4d05~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723621791&x-signature=bRv8yT%2FChBrCaG74RCBqLWcr2qU%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">在大<span style="color: black;">都数</span><span style="color: black;">状况</span>下， Happy Socks 会<span style="color: black;">供给</span>一个带有空白袜子图案的小册子让合作者</span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">能够</span>自由设计</span></strong><span style="color: black;">，<span style="color: black;">而后</span>将其设计<span style="color: black;">方法</span>交给工厂进行生产。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">经过</span>其独特的设计感，Happy Socks使得其袜子<span style="color: black;">作为</span>了一种时尚的“必需品”。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">Mikael Söderlindh <span style="color: black;">暗示</span>：“<span style="color: black;">咱们</span>会和任何能<span style="color: black;">表率</span>某种东西或站在某个时尚前沿的人或品牌合作。<span style="color: black;">倘若</span>把 Happy Socks 比作一个人，他<span style="color: black;">必定</span>是善于社交、友善、外向的，他总会找到新的<span style="color: black;">伴侣</span><span style="color: black;">一块</span>出去吃饭。”</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">3、</span>海外社媒营销策略，传播品牌理念</span></strong></span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">从Happy Socks致力于用袜子传递<span style="color: black;">愉快</span>，把幸福和色彩传播到世界每一个角落。品牌在社媒营销上的动作就很好地<span style="color: black;">表现</span>了品牌主张。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">从Happy Socks的设计和创意就<span style="color: black;">能够</span>看出，它<span style="color: black;">始终</span>都有营销的点在<span style="color: black;">制品</span>里，而<span style="color: black;">此刻</span>互联网的发展，Happy Socks<span style="color: black;">亦</span>紧紧跟上社交<span style="color: black;">媒介</span>的风潮！</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">以<strong style="color: blue;">Instagram</strong>举例，<span style="color: black;">截止</span>2023年1月，其粉丝量已达74.4w。</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-6w9my0ksvp/8177edde56884b22b2f66c12e48cac53~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723621791&x-signature=JCnlM5eVqmRcyvIhG6W63TCI4Ig%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">品牌账号<span style="color: black;">平常</span>宣发的内容，<span style="color: black;">重点</span>以酷炫的<span style="color: black;">制品</span><span style="color: black;">照片</span>为主，鲜艳的颜色与有趣的款式，在视觉上牢牢抓住了用户的<span style="color: black;">重视</span>力。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">不仅如此，Happy Socks还分享了它们的品牌故事和历史，向消费者展示品牌的真实面貌，加上与KOL、KOC的合作，<span style="color: black;">乃至</span>于中外明星如巨石强森、彭于晏等<span style="color: black;">亦</span>纷纷为品牌背书和带货，极强地<span style="color: black;">提高</span>了品牌的信任度与知名度。</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-6w9my0ksvp/9cc50c6fba24488d858b45f1a256f387~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723621791&x-signature=k8FS%2Fc0FT0hkUbrc735TocXvd0I%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">Happy Socks<span style="color: black;">重点</span>受众为25-44岁人群，在社交<span style="color: black;">媒介</span>上以展示脚上<span style="color: black;">尤其</span>袜子、模特在<span style="color: black;">熟练</span>家居环境摆姿态、大胆色板以及<span style="color: black;">经过</span>TikTok传播#happysocks标签的而引人关注。<span style="color: black;">迄今</span>#happysocks<span style="color: black;">已然</span>累计有4430万的播放量。</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-6w9my0ksvp/54cfe8d73ba444e39d286c16c352027c~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723621791&x-signature=YBVqhhgMuvt3N0UcjQuKNq%2BVm6w%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">Happy Socks还<span style="color: black;"><span style="color: black;">曾与著名音乐视频导演Tim Erem、编舞家Michael Rooney 和权力的游戏明星Pedro Pascal 合作制作了一个生动有趣的视频<span style="color: black;">宣传</span>，名为“<span style="color: black;">愉快</span>假期”。该视频以1950年代美国为背景拍摄，结合了节日踢踏舞、闹剧喜剧和怀旧音乐。</span></span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-6w9my0ksvp/20eb2fa757174f9792b594d7b33201f0~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723621791&x-signature=8DKyuAKGdhcJiUy2cZ5B5AkBsjc%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">另一</span>，Happy Socks还<span style="color: black;">定时</span>举办<span style="color: black;">各样</span>营销活动，如<strong style="color: blue;"><span style="color: black;">抽奖和促销</span></strong>，以及<span style="color: black;">经过</span><span style="color: black;">运用</span><span style="color: black;">相关</span>Happy Socks的标签和<span style="color: black;">专题</span>，<span style="color: black;">亦</span>是其常用的吸引关注手段。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">海玛观品牌</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">从</span>Happy Socks这个品牌案例<span style="color: black;">，或许能产生不<span style="color: black;">同样</span>的<span style="color: black;">制品</span>思维、品牌化思维，</span></span>贩卖<span style="color: black;">愉快</span>，贩卖<span style="color: black;">心情</span>，<span style="color: black;">作为</span>了Happy Socks<span style="color: black;">明显</span>重围的不二法宝。<span style="color: black;"><span style="color: black;">袜子虽然市场庞大，<span style="color: black;">然则</span>总被边缘化，</span>Happy Socks<span style="color: black;">经过</span>打造出自己的核心用户群体，<span style="color: black;">创立</span>属于自己的品牌理念——传播<span style="color: black;">愉快</span>和色彩，把一款普通的袜子打<span style="color: black;">导致</span>一个具备有趣、个性的时尚单品，利用品牌带来的溢价，将<span style="color: black;">制品</span>售卖至100元<span style="color: black;">上下</span>的高单价。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">这证明只要找准自己的核心势能人群，即使是利润微薄的袜子，<span style="color: black;">亦</span>能找到自己的新市场，将衣橱中最单调的单品打<span style="color: black;">导致</span>国际时尚单品。</span></span><span style="color: black;">愉快</span>会传染，<span style="color: black;">无</span>人会拒绝<span style="color: black;">愉快</span>，<span style="color: black;">亦</span><span style="color: black;">无</span>人会吝啬将<span style="color: black;">愉快</span>分享出去。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">以上<span style="color: black;">关联</span><span style="color: black;">宣传</span>素材均采集于公开之信息，仅为<span style="color: black;">科研</span>分析所用，<span style="color: black;">关联</span>版权归原著者所有。</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">【</strong>海玛国际传媒，专注海外网红营销，助力中国品牌出海，<span style="color: black;">供给</span><span style="color: black;">全世界</span>化视野的数字营销<span style="color: black;">方法</span>、执行与落地，<span style="color: black;">帮忙</span><span style="color: black;">更加多</span>品牌<span style="color: black;">经过</span>网红营销货通<span style="color: black;">全世界</span>，HaiMa-xixi<strong style="color: blue;">】</strong></span></p>
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